To develop your business and find new customers, digital marketing remains an essential factor. Nevertheless, it evolves with the changes proposed by the main tools and the attitude of Internet users. This is why it is essential not to freeze too much in your digital marketing strategy. We must able to integrate new modes of action from the major trends in digital marketing for 2020 and the following years.
Below are the 8 digital marketing trends to follow in 2020
1.CONTENT MARKETING CONTINUES TO DOMINATE SEO
A survey found that in B2B, 88% of users believe that quality content makes companies credible and reliable. We can add to this that content marketing costs 3 times less than outbound marketing and generates 3 times more leads. It also offers more interesting long-term benefits than paid search.
Finally, small businesses that own a blog generate 126% more contacts than those that don’t.
These arguments largely demonstrate that content marketing remains an important growth driver and an essential lever for your marketing in 2020!
2. A / B TESTING REMAINS A MAJOR TOOL
Modern digital marketing is all about testing and analysis. Using A / B testing, you can easily identify the best converting page formats or the most effective ad types.
Apart from the preconceived ideas that one can have of one variant or another, A / B testing is the only way to verify in the figures the relevance of an idea or a format rather than another.
Moreover, it is the best tool to optimize your budget and always choose the most profitable formats.
3. INTERACTIVE CONTENT IS GAINING MORE AND MORE IMPORTANCE
Interactive content has a bright future ahead of it because it offers engagement rates well above average. It is used more and more by big brands and should become popular in a radical way over the next few years.
There are a thousand ways to make interactive content, like doing quizzes and surveys, quizzes, 360 ° videos or even augmented reality ads. With a little imagination, every industry lends itself to this kind of interaction with its community and interactive content is hardly more expensive to produce than more traditional content. And with quality and a twist of originality, they’re more engaging and more likely to drive the results your business needs.
4. SMART BIDDING BECOMES ESSENTIAL ON GOOGLE ADS
Competition is increasingly intense on social networks as on organic search and therefore paid advertising is an essential communication tool. But to be able to perform well on Google Ads, Google now offers a smart bidding feature to optimize its budget and maximize return on investment.
This intelligent and automatic auction system, which uses learning via algorithms to optimize conversions in real time, will be used more and more and more and more sophisticated. You will then have more time to focus on your marketing content, strategy, copywriting and analysis of your results.
5. THE SEARCH FOR THE ZERO POSITION IN THE SERPS
The zero position in search results is that which is highlighted or featured by Google in various and often attractive inserts.
Even though there are a large number of searches without clicks, the zero position attracts the favor of people who click on a result.
More and more resources will therefore be invested to occupy these privileged places in the SERPs. This trend is not expected to decrease in 2020 and beyond, even if Google now prevents cumulating zero position and another position in the first page of results.
6. THE SECURITY OF YOUR WEBSITE SHOULD REMAIN A PRIORITY
The threat to websites is growing. Not only do you have to protect them against various possible threats, but also protect Internet users and their data.
In addition, a visitor has a fairly quick perception of the apparent security of your site. If this one does not inspire him confidence, he will leave immediately and this is reflected in the search results (Google takes into account these bounces which are bad signals).
In 2020, website security is clearly no longer an option and the trend will strengthen. It is therefore essential to devote attention, time and resources to improving the intrinsic security of your site and the trust it generates in your visitors.
7. REFERENCING STRUCTURED DATA
In 2020, we’ll see that structured data will become more common in search engine results.
Structured data is all data that is organized in a way that makes it easier to crawl by search engines, but also to index and display. Structured data can also generate so-called Rich Snippet results, which display images, prices, or other information that are great for generating clicks, especially on mobile. In fact, when created and used well, structured data provides a big SEO boost and better readability of information that is important to you.
8. THE MARKETING ON SOCIAL NETWORKS IS FUNDAMENTAL
Social networks remain essential tools for uniting a community, communicating around a brand and finding new prospects. Most of the important social networks have come of age, and while some new players may emerge, most of your work will be growing your existing communities.
It will also be important to be vigilant about the new tools that these platforms make available to you, such as Facebook Pay which will arrive sooner or later in France, or virtual reality technologies which should revolutionize certain commercial approaches, or even LinkedIn which will probably start groups and strengthen the use of video on its network. These 2020 digital marketing trends are not exhaustive and others may emerge. The main thing is to remain “flexible” enough in your strategy and not to hesitate to try new things to stay ahead of the competition. You will most certainly gain new customers and explore new marketing possibilities to differentiate you!
